Thanks for recognizing this important shift. I think part of the reason that smaller cars are here to stay is that now – and I can only speak for Ford in this instance – we’re offering smaller more fuel efficient vehicles that don’t require the customer to sacrifice comfort and technology.

In other words, you can almost approach the trim level of a luxury vehicle or a larger vehicle that typically has a higher margin to allow for more bells & whistles. In Ford’s case, this is because we’re focusing (no pun intended) on our core brands and we’re using global sourcing, development, design and manufacturing processes to minimize the cost. We’re finally able to offer value rather than just economy.

Scott Monty
Global Digital Communications
Ford Motor Company

I think it definitely is an interesting phenomenon that the economy is driving: people are realizing more and more that they don’t necessarily need a Suburban or Expedition as an everyday car. Think of all the wasted interior space!

Some people need an SUV (or truck) like these in some instances. Growing up my parents had to drive 3 kids to hockey practice and needed some way to transport all that gear! Now, my dad uses it driving from job site to job site because he has large building materials to haul around.

Most people aren’t like that though. They want a big car just to simply have a big car. It’s draining their wallets and it is becoming an ever-increasing problem. Add to that the fact that perceptions are changing, and rather than large SUVs showing one’s affluence, they are instead showing you throw money away and don’t care about the environment.

It’s interesting how people’s perceptions change over time…

-Brad